"Gimaekijo"... LG Energy Solution Promotional Video Sparks Netizen Buzz

A promotional video by LG Energy Solution is gaining attention among netizens. It borrows from a Pakistani meme that has become popular both domestically and internationally.

LG Energy Solution recently posted a video titled "What is this? A perfect explanation of experimental coin cells" on its official Instagram. The video, which "starts peacefully at LG Energy Solution’s Daejeon R&D Campus," introduces the process of making experimental coin cell batteries. Coin cell batteries are called so because they resemble the shape of a coin.

The video says, "At a leading secondary battery company, the robot arm brother immediately takes the lead," followed by "After inspecting parts with a windmill spinning skill, the base plate is laid down." It continues, "Pick up the cathode gently and place it, then drip the electrolyte, it’s sexy." Then it says, "Starting the windmill spinning 2nd try attack, sequentially covering the separator, gasket, anode, spacer, and spring. Close the lid and the robot arm brother moves again. The crimper mercilessly seals it, it’s amazing (gimaki-jo). Beautiful," concluding the video. As of the 20th, the video has received over 1,200 likes.

Instagram comments and netizens reacted similarly to the video’s phrases with responses like "What is this?", "Funny," "Did they get approval to post this?", "This is a crazy official video," "Sexy," and "Is this really coming from a big company’s advertisement?"

Kim Dong-myung, CEO of LG Energy Solution, giving the keynote at the shareholders' meeting on the 20th. Photo by LG Energy Solution

At the LG Energy Solution shareholders’ meeting held that day, three agenda items?approval of financial statements, appointment of inside directors, and approval of director remuneration limits?were passed as originally proposed. Inside director Lee Chang-sil, Vice President and Chief Financial Officer (CFO), was reappointed, and non-executive director Kwon Bong-seok, Vice Chairman and Chief Operating Officer (COO) of LG, was also reappointed. The director remuneration limit was set at 6 billion KRW, down from 8 billion KRW last year. On the 20th, Kim Dong-myung, CEO of LG Energy Solution, said, "We will create stable free cash flow to secure resources for shareholder returns," adding, "By 2028, we aim to achieve sales approximately twice those of 2023 and improve the EBITDA margin excluding US Inflation Reduction Act (IRA) subsidies to the mid-teens percentage."